Many people in the marketing industry use the term "Brand" in a variety of different ways. This inconsistency often confuses those who are trying to understand what a Brand is and how they can develop a successful strategy within their own business. By learning from experts in the topic, businesses of all types can determine the steps they need to take to have an effective and noteworthy Brand.

Defined Purpose

In order to accurately develop a Brand strategy, it's important to first establish what the purpose of your business is. For example, a healthcare company may want to be established as the leading facility for diabetic patients. From there, they can determine how to build awareness and develop their reputation. When a Brand is haphazard about their purpose, they will not be able to communicate a clear message in any campaign.

Narrow Target Audience

Even if your services are beneficial to a wide range of people, you must have a defined target audience that you are speaking to.  You must first assess who your ideal customer is and what problems they have that you can solve through your business. This process will help narrow down the messages you want to send out about your Brand, and it increases the chances of getting a return on investment for each campaign.

Custom Brand Language

Once a company has established their purpose and target audience, they can begin to develop their Brand language. A Brand uses every form of communication in order to relay messages about their products and services. When this language is consistent through all forms of marketing, it can reinforce your message. As you begin to define this language, consider having key team members brainstorm a list of words that they want the business to be known for. From there, a content strategist can help integrate these themes throughout all campaigns.

Ruthless Consistency

In order to have a Brand that is memorable, it needs to be consistent. By delivering the same message through all forms of communication, consumers will understand what your company represents and who they are speaking to. When companies attempt to be all things to all people, they tend to lose their effectiveness because no one knows how to engage with their product. It is important to have a team of people who are dedicated to aligning all marketing materials with the overarching purpose and language of the business. In many cases, it is good for this consistency to be clear internally and externally so that team members are equipped to communicate appropriately about the business.

Third-Party Perspective

All Brands need to be evaluated by outside opinions. When an objective person looks at your brand, they will be able to identify where it falls short. This analysis should include looking at the effectiveness of the messaging across all forms of communication. The reviewer can then provide feedback on what ideas are working well and which need improvement. Any company that wants to succeed must have a third party review their strategy to identify potential opportunities and gaps.

Robust Marketing Plan

Whether you use internal personnel or an external marketing firm, the key to success is having a team that understands how to communicate your Brand through all channels. There needs to be a team of individuals that have different skill sets. By utilizing social media, print ads ,and viral videos, you will give your business the chance to greatly expand their reach and influence. Since it can be hard to employ an entire department of specialists, it is oftentimes beneficial to work with a third-party agency that provides access to many different talented individuals. As long as everyone has clearly defined roles within this framework, it will increase the likelihood of successfully executing in all channels.


These six building blocks will help you create a strong Brand identity for your business. Once you have defined these attributes, it is important that you integrate them across all communications and marketing materials. By following these tips, your business can develop a sustainable company culture and establish a clear presence in your industry.